A Complete Guide to Inbound vs Outbound Marketing

And as a business owner, you know how important that advice is. No matter how stellar your business plan or sharp your website is, they are no good if no one hears about you.

Marketing is the heart of business. Its umbrella covers everything from advertising to public relations.

You’re probably already working on researching the best strategies to build up your company’s marketing. But did you know that there are two different kinds of marketing? We call these two methods inbound and outbound marketing.

It’s important to choose the right method for your company’s needs, or else you could end up missing out on business. In this article, we’ll walk you through what you need to consider when making a choice between inbound vs outbound marketing.

Let’s dive in!

Inbound vs Outbound Marketing: What’s the Difference?

In its simplest terms, marketing is the way in which a customer discovers a product or service.

For the most part, that can happen in two different ways.

Inbound Marketing

A customer has a problem that they need to solve. They set out on a quest to find the perfect product or solution for their needs. They perform web searches, ask friends, and pore over online reviews.

After they narrow in on a product that looks promising, they make contact with the company. These are customers who are already actively searching for a product. In most cases, they have already decided that they are going to buy something.

Inbound marketing tries to attract these customers during their buyer’s journey.

Outbound Marketing

Outbound marketing, on the other hand, casts a wide net.

A seller has a product they need to sell. They climb to the highest mountain and shout, “Hey everyone! Look how great this product looks! Who wants to buy it?”

Most people who hear that shout aren’t going to be interested in the product.

The hope of outbound marketing, however, is that among the thousands of people that hear about the company, a few would be interested enough to buy it.

For a helpful metaphor, think of inbound vs outbound marketing as the difference between a magnet and a megaphone.

Inbound Marketing Methods

Inbound marketing focuses on reaching the customers that are already intending to buy something.

That sounds nice, but how does that actually happen? How do you situate yourself where a customer might happen upon you? There are many ways you can attract the attention of interested customers on their buyer’s journey.

Blogging

Blogging is a great way to direct traffic to your company’s website — even if the posts don’t directly relate to your product.

Research shows that most customers do 70% of their own product research before they even reach out to the company.

A blog allows you to offer valuable resources while they are doing that research. This creates brand awareness and can even shift their trajectory.

Content Marketing

Think about your own internet usage. How much of your time do you spend scrolling through GIFs and videos and Pinterest boards?

My guess is “a lot.”

Wouldn’t it be great if you could somehow use the deluge of viral videos and memes to capture your customer’s attention?

Instead of actively trying to sell your product, you create content that people want to share. As this content spreads, it builds brand visibility and can help with SEO.

Search Engine Optimization

Remember that product research I mentioned up there? These days, most of that research happens through search engines.

In fact, the top item on a results page gets a whopping 33% of the clicks. And if you’re not in the top ten, you might as well not show up at all.

SEO is a system of practices aimed to boost your website to the top spot on the SERPs (Search Engine Results Page).

This is done through keyword optimization, link building, and other technological wizardry. But through SEO, you can plant your site right in the faces of customers who are already looking to buy something.

Outbound Marketing Methods

Outbound marketing is the most common form of advertising. Most of its methods are tried, true, and getting tired.

Because of these measures, the return on investment for outbound marketing keeps getting lower.

How Do Customers React to Inbound vs Outbound Marketing?

Despite cost-benefit analysis and ROI, the question of inbound vs outbound marketing comes down to one thing. How does the customer respond?

Judging by all of the measures that we’ve taken to avoid ads, it can be safe to assume that people find outbound marketing annoying. It’s seen as interruptive and pushy. These ad campaigns intrude into our lives and take up space.

On the other hand, inbound marketing only targets people who, again, are already intending to pay for a service.

Customers come to you because they are seeking you out. Here, your marketing is actually helpful. Your content answers the questions that your customers already have.

You already have their attention. So you have to make the most of it.

For more tips on running a successful inbound marketing campaign, read this article from HyperTarget Marketing.

If You Build It, They Will Come

No company looks at the question of inbound vs outbound marketing and decides to completely abandon one or the other.

A good marketing strategy will implement bits of both. Look at your company’s goals, and make the right decision for your marketing plans.

For more advice on running a successful business in the digital age, keep checking our blog!